Search Engine Optimization (SEO) Glossary

bivalvegrainInternet and Web Development

Nov 18, 2013 (4 years and 5 months ago)


Paul Kaufman -
Search Engine Optimization (SEO) Glossary
Written by Paul Kaufman,
Pitch Perfect

AdWords – Google’s advertising service for displaying Ads of your website as paid inclusion.
Algorithm – A program used by search engines to determine what pages to return for a given search query.
Alt tag – A tag that provides alternative text for visually impaired users.
Analytics – A program which assists in gathering and analyzing data about website usage.
Anchor text – The visible text in a hyperlink.
Backlink – Any link into a page or site from any other page or site.
Black hat SEO – Unethical/underhanded search engine optimization tactics.
Blog – A truncated form for "web log.” A blog is a frequently updated journal that is intended for public consumption.
Bounce rate – The percentage of users who enter a site and then leave it without viewing any other pages.
Cascading Style Sheets (CSS) – A web site’s "css file” contains site wide information on paragraph layout, font sizes,
colors, etc.
Cloaking – The process by which a web site can display different versions of a web page under different circumstances.
Used to display an optimized or a content-rich page to the search engines and a different page to humans. A black hat
SEO technique.
CMS (Content Management System) – Software that allows publishing, editing, and modifying website content as well as
site maintenance all from a central interface.
CPC (Cost Per Click) – The amount search engines charge advertisers for every click that sends a searcher to the
advertiser’s website landing page.
Domain name – A unique address on the internet. For example,
Googlebot – Google’s spider program.
HTML (Hyper Text Markup Language) – A standardized system for tagging text files to achieve font, color, graphic, and
hyperlink effects on World Wide Web pages.
HTTP – Stands for Hypertext Transfer Protocol.
Internal link – A link that forwards to another page within the same website.
JavaScript – A scripting/programming language used on many websites.
Keyword – A word that relates to a specific subject or topic.
Keyword density – The percentage of words on a web page which are a particular keyword. If this value is unnaturally
high the page may be penalized by the search engines.
Keyword Stuffing – The act of adding a large number of keyword terms into the HTML or meta tags of a web page. A
black hat SEO technique.
Paul Kaufman -

KPI (Key Performance Indicator) – Used to quantify objectives that indicate the strategic performance of an online
marketing campaign.
Link bait – A webpage or piece of content with the designed purpose of attracting incoming links.
Link building – The process of getting inbound links to your web page or site.
Link popularity – A measure of the value of a site based upon the number and quality of sites that link to it.
Long-tailed Keywords – Keyword phrases that contain at least 2 or 3 words.
Meta-tag – A special HTML tag that provides information about a web page.
Nofollow – A command found in either the HEAD section of a web page or within individual link code, which instructs
search engine robots (spiders) to not follow the link.
Off-page SEO – Everything you do outside your website to improve its rankings.
On-page SEO – Everything you do within your website to improve its rankings.
Organic Results – Those listings on SERPs that were not paid for (i.e. naturally occurring).
PageRank – A value between 0 and 1 assigned by the Google algorithm, which quantifies link popularity and trust among
other factors.
PPC (Pay Per Click) – a contextual advertisement program where advertisers pay add agencies (such as Google)
whenever a user clicks on their ad. Google Adwords is an example of PPC advertising.
Query – The word or words a searcher enters into a search engine.
Rank – How well positioned a particular web page or website appears in search engine results.
Reciprocal Link (crosslinking) – Two different sites that link out to each other.
Relevance – A measure of how closely your website content is related to the search query and the searcher’s
Robots.txt – This file notifies the search engines which areas of your site are restricted and which can be indexed.
RSS (Really Simple Syndication) – A standardized system for the distribution of content from an online publisher to
Internet users.
Search engine (SE) – A program, which searches web pages for relevant matches of a users keyword phrase and
returns a list of the most relevant matches.
SEM – Acronym for Search Engine Marketing.
SEO – An abbreviation for Search Engine Optimization, the process of optimizing and promoting your website so search
engines rank it higher in the search results.
SERP – Abbreviation for Search Engine Results Page.
Social media – Various online technologies used by people to share information.
SPAM – Any SEO method that a search engine deems to be contrary to its goal of delivering relevant, quality search
results to Internet searchers.
Paul Kaufman -
Spider (bot) – Search engines use these programs to find and add web pages to their search indexes.
Title Tag – An HTML tag appearing in the <head> tag of each web page that contains the page title.
Traffic – The number of visitors a website receives.
URL (Uniform Resource Locator) – the web address for a site.
Usability – Measures the quality of a user's experience when interacting with a product, website or system.
White hat SEO – Ethical SEO practices. Those that search engines encourage you to use.
Wiki – Software or website that allows people to contribute and share knowledge on a particular topic of interest.
XML sitemap – A file (usually sitemap.xml) designed to give search engines a map of all the different URLs (pages) that
your website contains.